• 한국과학교육학회지
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• 제41권1호
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• pp.59-70
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• 2021

대중매체를 통해 전달되는 과학기술관련 사회쟁점(SSI)에 관한 미디어 정보를 비판적으로 평가하여 합리적인 의사결정을 내릴 수 있는 능력은 시민으로서 지녀야 할 과학적 소양의 한 측면이다. 본 연구는 합리적인 의사결정을 위해 선행되어야 할 학생들의 정보 평가 양상에 관한 것으로, 일상에서 접하는 SSI 미디어 정보를 과학적 요소가 강조된 수치정보와 정서적 공감이 강조된 공감정보로 구분한 후, 이러한 정보의 특성에 따라 중학생들의 정보 평가 양상이 어떻게 다른지 탐색해보았다. 본 연구에는 중학생 96명이 참여하였으며, 신문기사 형식의 SSI 자료 내 정보의 신뢰도와 설득력 있는 정도를 묻는 질문지를 도입하였다. 질문지는 세 가지 SSI 주제에 대한 찬성 또는 반대 입장에 대해 과학적 요소가 강조된 수치정보와 정서적으로 호소하여 공감을 불러일으키는 공감정보 기사 2개로 구성되었으며, 정보가 얼마나 믿을만한가를 묻는 신뢰도 평가 문항과 정보가 얼마나 설득력 있는가를 묻는 설득력 있는 정도 평가 문항을 포함하였다. 연구 결과, 첫째 전반적으로 학생들은 SSI 맥락에서 공감정보보다 수치정보를 더 신뢰하는 것으로 나타났다. 신뢰하는 정보 요소로는 수치정보에서는 과학적 증거와 데이터를, 공감정보에서는 사례, 사회 문제, 표현, 그리고 가치를 주로 신뢰하는 것으로 나타났다. 둘째, 설득력 있는 정도에 대한 평가는 수치나 공감과 같은 정보의 유형보다는 SSI 맥락이나 내용적인 측면에 따라 상이한 것으로 나타났다. 즉, 학생들은 SSI 정보를 담은 기사의 설득력을 판단할 때 정보에 담긴 가치, 근거의 풍부함, 정보의 논리성을 바탕으로 판단하였다고 볼 수 있다.

• Asia Marketing Journal
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• 제22권2호
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• pp.59-85
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• 2020

Combining prior theories on innovation newness with information processing style (imagery vs. analytical), this study presents a theoretical framework; develops hypotheses; and makes predictions on how analytical versus imagery ads influence consumers differently depending on the newness level of products. The study shows that consumers are more likely to evaluate RNPs (radically-innovative new products) positively when they are advertised with imagery cues. Compared with analytical advertisements, imagery advertisements increased advertising effectiveness, product evaluation, and purchase intention of RNPs. These effects were demonstrated by using stimuli from two product categories consisting of washing machines and cars. In particular, in advertisement for RNPs, verbal description that induced imagery processing, such as "picture yourself using this product," was more effective in generating favorable responses, compared to verbal description that induced analytical processing, such as explanation of product attributes. This difference was present for RNPs, but not for INPs (incrementally-innovative new products). INPs are continuous innovations that are easier to understand, thus imagery ads do not provide additional advantage for consumers in understanding the innovation, compared to analytical ads. In RNPs, imagery ads can highlight new benefits that may have been neglected or undervalued by consumers, leading to greater message persuasiveness. Implications for marketing of RNPs are discussed.

• 디지털융복합연구
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• 제16권8호
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• pp.269-278
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• 2018

본 연구는 이용자의 선택에 영향을 미치는 휴리스틱 유형이 구전속성에 미치는 영향과 구전속성이 이용자의 행동의도에 미치는 영향 및 구전속성이 휴리스틱 유형과 행동의도 간에 매개 역할을 할 것인지를 알아보고자, 모바일 게임을 이용하는 102명의 결과를 분석 하였다. 첫째, 휴리스틱(대표성, 조정) 유형은 구전속성(호의성, 신뢰성, 설득성)에 정(+)의 영향력을 갖는 것으로 나타났다. 둘째, 신뢰성 구전속성은 행동의도에 유의한 영향력을 갖는 것으로 나타났으나, 호의성과 설득성 구전속성은 행동의도에 유의한 영향력을 갖지 않는 것으로 나타났다. 셋째, 휴리스틱(대표성, 조정) 유형은 행동의도에 유의한 영향력을 갖는 것으로 나타났다. 넷째, 신뢰성 구전속성만이 조정 휴리스틱 유형과 행동의도 관계에서 매개역할을 하는 것으로 나타났다. 본 연구 결과는 모바일 게임 시장에서 이용자들이 게임을 선택하는 행동의도를 이해하는데 도움을 제공해 줄 수 있을 것이다.

• 한국의류학회지
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• 제36권12호
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• pp.1270-1284
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• 2012

This article examines how individual differences on the need for cognitive closure and demographics influence consumer perception and the usage of consumer reviews in online shopping. Data were randomly collected from 2,381 U.S. online consumer review users through an online survey. The findings from multiple regression analyses revealed the different effects of the need for cognitive closure dimensions (i.e., preference for order and structure, preference for predictability, discomfort with ambiguity, closed-mindedness, and decisiveness) and demographic characteristics on consumer attitudes, perceived online review influence, benefits, persuasiveness, and review usage behavior. Finally, practical implications and prospects for future research are discussed.

• 한국멀티미디어학회논문지
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• 제24권12호
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• pp.1693-1707
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• 2021

The purpose of this study was to improve the experience of visiting obstetrics and gynecology of single women. After analyzing previous studies on Korean single women's perception of visiting obstetrics and gynecology, Contextual Interviews and Cultural Probes were conducted on single women in their 20s who visited obstetrics and gynecology. Based on this, personas were constructed to solidify the direction of problem solving by identifying the behavioral patterns and characteristics of single women. In this study, factors that hinder unmarried women's visits to obstetrics and gynecology and improvement measures were derived based on the information obtained using service design tools such as User Journey Mapping and Stakeholders' Map. Afterwards, a preference survey was conducted to increase the persuasiveness of the proposed method. The follow-up research task is to produce and propose the derived solution as a prototype that can be used in the actual field, and then proceed with user evaluation.

• International Journal of Contents
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• 제17권4호
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• pp.35-45
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• 2021

In this study, we analyzed the factors that affect public awareness campaigns on social media platforms and developed an integrated model for measuring the persuasiveness of environmental social media campaigns. A survey questionnaire was created and distributed on Facebook with the goal of reaching individuals in their 20s and 40s in Vietnam, and 395 valid replies were gathered. The findings showed that the STOPS was reconfirmed as a suitable theoretical framework for analyzing the public's behaviour intention to conduct information related to the issue of fine dust, especially on social media. Furthermore, it also showed that social media efficacy has a moderating effect on the relationship between public's situational recognition and informational behaviour intention. This suggested that through social media platforms, personal characteristics play a vital part in developing effective environmental campaigns. Implications for both theory and practice were discussed.

• 대한가정학회지
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• 제46권7호
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• pp.35-45
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• 2008

For the highly involved and emotional product, such as cosmetic product, the consumer focuses on the information about the symbolic meaning of a product. As a continuum, cosmetic advertising frequently requires a celebrity and/or cue since it provides identification between customer and cosmetic. Although many studies have examined the effectiveness of the congruence between brand image and self-image, there are little research regarding the congruence between advertising image and self image. The objective of this study is to examine the attitudinal effectiveness of the congruence between cosmetic advertising image and self-image. For the experiment, 2(ad type: rational vs emotional) factorial designs were performed. A total of 240 undergraduate female students participated in the experiment. The results of the study are as follows. First, the congruence had a significantly positive influence on advertising attitude, but not on brand attitude. Second, the type of cosmetic advertising caused differences in attitudinal persuasiveness affected by the congruence.

• 유통과학연구
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• 제17권8호
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• pp.77-85
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• 2019

Purpose - The use of celebrity endorsers is a strategy long-since used by companies to improve the persuasive impact of their company's advertising. However, much like anyone else, celebrities are flawed human beings, and therefore often find themselves involved in scandals. Companies must consider the potential of scandals when using a celebrity endorser to represent their brand or product. This research focuses on the process consumers use to justify scandals involving celebrity endorsers. Specifically, this research divides the justification processes used by consumers to maintain support for celebrities involved in a scandal into moral decoupling and moral rationalization and proposes antecedents and consequences for these processes. Methodology - To verify the hypotheses suggested by this study, an online survey was conducted, and data was analyzed using a structural equation model. Result - Results showed that consumer empathy for the celebrity endorser and external attribution of the scandal presented were positively related to moral decoupling and moral rationalization. In addition, moral rationalization was positively related to consumers' attitude towards the celebrity endorser, which also enhanced brand attitude. However, the relationship between moral decoupling and the consumer's attitude toward the celebrity endorser was not statistically significant. Conclusion - This research serves to expand the scope of available research on the persuasiveness of celebrity endorsers and provides practical guidelines for marketers.

• 보건의료산업학회지
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• 제3권1호
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• pp.5-13
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• 2009

The purpose of this study is to find ways of improving radiology services provided at hospitals through examining current problems of the services and measuring patient satisfaction about them For the purpose, this researcher made a questionnaire survey of 209 patients who used the radiology departments of two university hospitals as tertiary medical institutions located in Busan. The survey was carried out from June 1 to July 30, 2008. Results of the study can be summarized as follows. The patients' satisfaction about the kindness of radiologists was generally low since it Was measured to be scored 3.0 or below in average. This indicates that they were dissatisfied with the equipment and environment. The patients' anxiety about the process of radiology was measured and scored 3.0 or below in average, indicating they generally felt anxious about the process. Factors affecting the above reliability such as their skillfulness, qualification, persuasiveness and expertise were found positively correlated with the patients' satisfaction about the radiologists. To realize Better radiological department services, in conclusion, radiologists are required to resort to conventional practices of radiology no longer, and reconsider current radiological technologies. They are also required to firmly establish their pride as a professional, and make best efforts to keep pace with this era of rapid scientific development by constantly training themselves.

• 한국정보시스템학회지:정보시스템연구
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• 제30권1호
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• pp.179-204
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• 2021

Purpose The purpose of this study is to suggest a research model that shows how Youtube influencers affect consumers' Youtube information adoption and purchase intention. Generally, a communicator's character has a significant effect on the persuasiveness of the message. This study segments influencer characteristics into five dimensions and explores the effect of five characteristics on perceived usefulness of information, perceived enjoyment, information adoption, and purchase intention. Design/methodology/approach This study suggests a structural equation model that explains the casual relationship between the five dimensions of Youtuber characteristics and perceived usefulness of information, perceived enjoyment, information adoption, and purchase intention. Findings There are little research on what and how the characteristics of a Youtube influencer can affect consumers' information adoption and purchase intention of the product. This study is significant in that it provides a research model that examines the effect of Youtuber characteristics on consumers' information adoption and purchase intention. This research discovered that the dimensions of trustworthiness and attractiveness of influencer affect information adoption and purchase intention through the mediate variables.